Inner City Truth 3 Research Report on Lifestyles of Youth of Color

Posted by MEE Productions on May 5, 2014

Research Report Explores the Lifestyles and Behaviors of Hispanic & African American Youth

Inner City Truth 3 (ICT3) is based on a 100+ question survey conducted with 1,700 African-American and Hispanic inner-city youth ages 16 to 20 from Los Angeles, Oakland, Philadelphia, Chicago and Atlanta. This third installment of the Inner City Truth series was administered over a five-month period in mid-2013. ICT3 goes beyond the demographic profiles, attitudes and behaviors. It also captures the “why” behind youth behavior and choices, along with highlighting trends that indicate what comes next.

Four things make ICT3 different than other large-scale quantitative research: 1) youth were recruited by trusted community-based organizations; 2) the survey was verbally administered in-person by authorized MEE staff in the community (rather than via telephone or online) to ensure the correct audience was being surveyed; 3) a group of world-class experts in public health, social trends, marketing and branding assisted with the design and analysis; and 4) MEE was able to compare current responses with ICT studies completed in 2002 and 2008, identifying trends over up to a decade.

ICT3 Feedback from Industry Experts

“For organizations and marketers seeking to understand the most important and insightful ‘why’s’ behind the thoughts, feelings and behaviors of young African-American and Latino consumers, ICT3 serves as a guiding light to demystify these powerfully influential consumer constituents.” – Darryl Cobbin, President, Brand Positioning Doctors

“With the ICT3 survey, MEE Productions continues to provide community practitioners with data and information that is specific to the populations that we serve – urban youth of color. The study gives us the information we need to tailor our healthy eating and physical activity messages.” – Arnell J. Hinkle, RD, MPH, Executive Director, CANFIT

“The ICT3 survey findings make it clear that urban youth of color have goals and aspirations that are quite similar to those held by youth from other backgrounds. This clear look into the lives of urban youth of color will inform and inspire those who are working to improve the lives of all young people for years to come.” – Marisa Nightingale, Senior Media Advisor at the National Campaign to Prevent Teen and Unplanned Pregnancy

Whether promoting public health services, entertainment properties or consumer goods, the benefits of understanding one’s target consumer are clear. This study provides a better understanding of the worldview, aspirations and lifestyles of a typical inner-city youth. It captures information about their expectations and perceptions of K-12 education and the challenges to achievement, along with their views on interpersonal relationships. ICT3 explores where urban youth spend their time, their physical activity and nutrition habits and their usage and preferences across the full spectrum of media channels, including social media, online and wireless.

Report Sections Include

+ Demographics
+ Finances
+ Worldview, Aspirations & Goals
+ Digital Technology and the Internet
+ Education & School Safety
+ Wireless Phone Usage
+ Exposure to Violence and Drugs
+ Entertainment: TV, Movies & Music
+ Interpersonal Relationships
+ Who’s Hot
+ Health, Wellness, Physical Activity & Nutrition

For more information on the ITC3 Report, Understanding the New Majority Minority: A Unique Look into the Urban Multicultural Youth Market, visit http://www.meeproductions.com/ICT3Web.